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Verizon seeks to build brand

Published on .

New York--The company formed by the merger of Bell Atlantic Corp. and GTE has started a 12- to 18-month campaign to launch its merged operations under the corporate name Verizon. The campaign, which began Tuesday, is aimed at both consumers and b-to-b customers. Janet Keeler, Verizon senior VP-marketing services and brand management for the New-York-based company, is spearheading the effort. The voice of corporate spokesman James Earl Jones will be used to greet callers seeking directory assistance, and media in 45 markets have been purchased.
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